Direct Marketing
Direct marketing marries the science of measurement with the art of creativity. Using customer and prospect data, segmentation, offer selection, creative strategy, testing, and analytics, direct marketers strive to convert, motivating their audience to open, click, share, comment, refer, buy, or any other desired response.
This course introduces the three key drivers of direct marketing communications: the target audience, the motivational offer, and the creative message and design, along with the testing and measurement strategies needed for optimal decision-making. You will understand the mindset of a direct marketer and how direct-response is structured differently from other communications disciplines.
Learning Experience
This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.
Who is this Course For?
- Marketers whose communications are intended to drive a response, like a click, a download, a share, a purchase, or a store visit
- Particularly for professionals in the areas of digital marketing, e-commerce, fundraising, lead generation, and customer relationship management
Learning Objectives
- Structure communications to motivate an immediate response
- Build a pro forma ROI plan to ensure that campaigns will be maximally productive
- Optimize the three drivers of response (target audience, offer, and creative) for maximum benefit
- Select target audiences most likely to respond
- Create a powerful offer
- Structure message copy and design for optimal direct-response outcomes
- Increase response without additional expense
- Implement testing and measurement to maximize profit
Find out what you will learn from instructor Ruth P. Stevens in the video below.
Estimated Length of Completion
Approximately 90 minutes. This timing reflects the basic run time, but seat time varies by user and could be significantly longer.
Registration Pricing
| Client-Side Tier | Platinum Tier | Gold Tier | Silver Tier | Nonmember | |||||
|---|---|---|---|---|---|---|---|---|---|
| Registration | |||||||||
| Registration | Client-Side Tier $0 | Platinum Tier $0 | Gold Tier $49 | Silver Tier $79 | Nonmember $99 | ||||
Instructors
Ruth Stevens
Ruth P. Stevens consults on customer acquisition and retention, specializing in B2B markets. She advises companies on go-to-market strategy, sales lead generation, customer and prospect data, content marketing and ABM. Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing.
Ruth also teaches marketing at business schools in the U.S. and abroad. She has taught at Columbia and NYU Stern business schools in New York, and abroad at Hong Kong UST, Singapore Management University, Athens College, San Andres University (Buenos Aires), Jagiellonian University (Krakow) and Indian Institute of Management Bangalore.
Ruth has been a contributing writer at Martech, Biznology, CustomerThink and Business 2 Community, and a contributing writer at Ad Age and Adweek. She co-hosts the Marketing Horizons and Marketing Legends podcasts. Her newest book is B2B Data-Driven Marketing: Sources, Uses, Results. Ruth has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University. Learn more at www.ruthstevens.com.